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Becca Lipman
Becca Lipman
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5 Things To Know About Big Data & Marketing

Financial services marketing does not have a great relationship with IT. That needs to change.
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66% of Financial Service marketers say IT and marketing departments are not strategic partners.

As both are charged with improving customer experience through technology and data, senior management can no longer tolerate these teams working independently.

"It's really an imperative," says Lisa Arthur, chief marketing officer for Teradata Applications and author of Big Data Marketing: Engage Your Customers More Effectively and Drive Value.

In the financial services industry Chief Marketing Officers are being told by the Board of Directors to tighten customer service. Marketers are tasked with advancing the way the company creates value, revenue, and retention. As long as marketing and IT are siloed there is a real battle to succeed.

Big Data Marketing: Engage Your Customers More Effectively and Drive Value can be purchased here. All profits are donated to the Red Cross.

 

Becca Lipman is Senior Editor for Wall Street & Technology. She writes in-depth news articles with a focus on big data and compliance in the capital markets. She regularly meets with information technology leaders and innovators and writes about cloud computing, datacenters, ... View Full Bio

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Becca L
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Becca L,
User Rank: Author
12/16/2013 | 5:48:15 AM
re: 5 Things To Know About Big Data & Marketing
It's so important for these departments to work together to get the 360 view of their customers. Lisa says the marketing team needs to envision the ideal customer workflow and then work backwards to build it. How can either be done without the data and IT support?
Becca L
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Becca L,
User Rank: Author
12/16/2013 | 5:45:56 AM
re: 5 Things To Know About Big Data & Marketing
That's an excellent way of putting it! I'd like to see firms build those neural connections :-)
LarryS982
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LarryS982,
User Rank: Apprentice
12/9/2013 | 6:44:01 PM
re: 5 Things To Know About Big Data & Marketing
The battle between Left Brain vs Right Brain!
Kelly22
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Kelly22,
User Rank: Author
12/9/2013 | 4:11:42 PM
re: 5 Things To Know About Big Data & Marketing
I've heard a lot of buzz recently about IT spreading to work with more organizational departments. You make some great points about how Marketing, in particular, can benefit from this partnership. Eliminating organizational silos is especially important; if marketing and IT departments view themselves as separate, none of the other critical steps can occur.
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